Shilla Duty Free holds virtual La Prairie beauty class for 100 VIPs on 8 July

By Andrew Pentol |

Shilla and La Prairie have maintained a strategic cooperative relationship since 2018.

The Shilla Duty Free (Shilla) has held a virtual La Prairie beauty class for 100 VIP customers on 8 July to mark the resumption of beauty classes which had been suspended due to the coronavirus (Covid-19) pandemic.

According to Shilla, the aim of the event was to forge a lasting bond with customers and discover new marketing opportunities amid the Covid-19 situation.

Shilla and La Prairie have maintained a strategic cooperative relationship since 2018. Beginning with the launch of La Prairie’s exclusive products for Shilla in March that year, large-scale customer events took place in 2018 and 2019.

The partnership between the two companies has been strengthened with the running of a La Prairie pop-up store at Incheon International Airport Terminal 2 since February 2020.

Hosted by former announcer Park Seon-young, the virtual beauty class was held over two sessions. Participants had the opportunity to experience the new La Prairie Pure Gold Collection product and to exchange beauty knowledge with the La Prarie Education Manager.


They were also able to learn about the artistic collaboration between the beauty brand and its commissioned artist Carla Chan, whose work created for the launch of the collection was showcased at the Art Basel Hong Kong fair in May.

Shilla was able to plan this new type of marketing event based on its communication with customers when running the Shilla Tipping social review platform and Shilla TV live commerce platform.

Footage of the virtual beauty class will be released via the Shilla website imminently.

VIP customers participating in the class enjoyed the opportunity to experience a new product without having to attend the event physically. This was achieved through luxury samples and Pure Gold Collection art booklets which were delivered to their homes in advance.

Shilla says the Pure Gold collection nourishes the skin with a rare and immutable gold ingredient to give the skin radiance and energy.

A Shilla statement, which pointed to the success of the retailer’s Shilla Tipping and Shilla TV platforms said: “Even though we are still in a difficult situation due to Covid-19, we will continue collaborating with various other brands in a new, online-based manner for our South Korean customers.”


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